This report examines new product development (NPD) activity within the Food and Beverage categories in Germany’s e-commerce in 2024. Using data from Euromonitor’s Innovation platform, it highlights new brand and sub-brand launches, trending attributes and claims, and product inactivity rates – offering insights into what captures or misses consumer interest.
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Overview:
This Innovation Country Report is part of a series of reports providing data and analysis on new product launch activity across digital shelf across Food and Nutrition and Beauty, Health and Home categories. The reports explore what type of innovation is happening and in which retailers across selected geographies.
The data contained in these reports are based on Euromonitor’s Innovation platform - an AI-powered platform that identifies and tracks new brand and sub-brand launches across the global digital shelf from January 2021 onwards. It monitors their expansion over time into new countries, retailers and categories, and also shows if they have been discontinued.
The Innovation in Germany report includes:
Data and analysis on new brand and subbrand launches at online retailers within specific country across:
- Food and Nutrition categories, such as Packaged Food, Soft Drinks, Hot Drinks, Alcoholic Drinks, and Pet Care;
- Beauty, Health and Home categories, such as Consumer Health, Beauty and Personal Care, Tissue and Hygiene, and Home Care.
The Innovation in Germany report answers:
- Is specific country a pacesetter or follower in terms of new product launches across specific industries?
- What industries lead in terms of new product launches within specific country?
- What type of innovation is happening within specific industries and categories?
- What are the examples of some of the innovations across the categories?
- Which retailers are leading in new product launches within specific country?
Snapshot of NPD activity across food and beverage categories in Germany
Tea drives innovation as wellness-focused NPDs gain momentum
Heavy investment in new tea products boosts their presence within the assortment
Key attributes: Relaxation – the leading claim in hot drinks
Diet Food offers wellness tea blends with functional benefits
Indulgence, flavour exploration and functionality drive packaged food innovation
Balancing churn and innovation in indulgent packaged food categories
Key attributes: Demand for clean label ingredients drives health-related attributes
Ritter Sport debuted new Duo product line in Germany
Innovation driven by growing aperitif trend and new formats
Increased popularity of RTDs drives manufacturer investment
Key attributes: Organic and clean-label ingredients lead sustainability claims
Germany welcomes limited edition gin and budget-friendly RTD spritz
Surging demand for premium quality pet food fuels NPDs in the category
Innovation in pet food slows down, while retention remains high
Key attributes: A quarter of new products were formulated with added vitamins
German brand, Wildes Land, launches vegetarian dental sticks for dogs
Health-conscious German consumers seek beverages with added functionality
Soft drink innovation balances cost-efficiency with consumer demand
Key attributes: Zero sugar and functional benefits lead health claims
Functionality is at the forefront of innovation across categories
Monitoring Innovation for business growth
Passport Innovation: Methodology
Passport Innovation: What’s covered?
Passport Innovation retailer coverage
Buy Innovation reports to:
- To understand what type of innovation and where is happening across the broader category scope
- To gain insights into how new product launches are aligned with changing consumer preferences and what needs remain unmet
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